World OOH News 20th June 2019

World OOH News 20th June 2019


France: Nike's 'Dream Crazy' wins Outdoor Grand Prix in what could be a royal progress at Cannes Lions

Wieden+Kennedy’s ‘Dream Crazy’ campaign for Nike featuring US football player Colin Kaepernick won the first of what may be a number of Grand Prix at the Cannes International Festival of Creativity.

Outdoor jury president John Patroulis said the Nike work set a high bar that no other piece proved capable of reaching or surpassing. “It was hard to talk about anything else having that kind of impact in an outdoor piece.”

Other big winners were Adidas’ campaign featuring Billie-Jean King and her tennis shoes from TBWA\Chiat Day, the same agency’s New York office for ‘Fake News Stand’ for Columbia Journalism Review, DDB’s ‘Broadway the Rainbow’ for Skittles (below) and Domino’s ‘Paving for Pizza’ pothole repair campaign from Crispin Porter Bogusky.

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UK: Cannes Q&A: Outdoor with Hugh Todd

We chat with Hugh Todd, Creative Director at MullenLowe London, about the Outdoor category.

How creatively successful do you think the last 12 months have been when it comes to outdoor advertising and what pieces of outdoor work have impressed you the most and why?

I’m not sure if there has been a standout piece of work. There doesn’t seem to have been a Fearless Girl or Project 84: CALM. It’s a category where the lines are increasingly blurred when it comes to what actually construes ‘outdoor’. There are many options… stunts, statues, projections, pop-up stores, immersive experiences, installations, events and – er – good old-fashioned billboards.

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UK: Proximity OOH lifts FMCG sales by 8.2% across multiple stores, new research reveals

New industry research launched today reveals that OOH advertising in close proximity to a retail outlet can deliver strong sales uplift for FMCG brands, but more significantly it has a knock-on effect on sales within other stores in the local area.

The research, a new test-and-control methodology developed by London-based out of home and location marketing specialist Posterscope and IRI, was designed specifically to measure the impact that proximity OOH advertising can have on purchasing behaviour and product sales across multiple stores.

The research shows that proximity OOH advertising drives impulse purchase not just in the nearest store to where a poster is located but it also has an impact on consumers’ purchase decisions when they are in other stores further away from the poster site, across the duration of the campaign.

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Estonia: Estonian justice minister wants to allow political outdoor advertising during active election cycle

Estonian Minister of Justice Raivo Aeg sent to a round of approval a bill that would abolish the ban on political outdoor advertising and active election campaigning on election day.

The minister said that nowadays, these bans do not fulfill their purpose. "The ban on outdoor advertising, introduced in 2005, has not reduced the cost of election campaigns or made them more meaningful, as was hoped when implementing the ban. True -- there are no big posters in the public space during this period because advertising has relocated primarily to the internet and social media," Aeg said.

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Germany: ISE puts the customer at the heart of DSS Europe 2019

Integrated Systems Events, creator of Integrated Systems Europe, the largest AV and systems integration show in the world, has announced more details ahead of the Digital Signage Summit Europe 2019.
ISE has firmly placed the customer at the heart of DSS Europe 2019, with the theme of ‘Customer Centricity in the Age of Personalisation, Experiences and AI’. The event will examine the technologies and strategies that can create better customer experiences.

Over 40 digital signage experts and thought leaders from around the globe will be attending the event, where they will participate in keynotes, case study presentations and panel discussions. The event will also feature an exhibition showcase where attendees can view leading Digital Signage and Digital out of Home technology and service suppliers. There will also be an awards programme as part of the event.

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USA: Outside The Home, Media Is Not Fragmenting

Developing a media strategy has become a lot more involved since I was a media planner. The advancements in data and the disruption from digital media have made developing a media schedule far more complex than it was just a few years ago. Furthermore, advertisers must factor such issues as: How good is the data I am using? Will my ad be seen? Is the content suitable for my brand? Will it deliver intended business outcomes?

As media continues to fragment, strategists have been digging deeper in hopes of reaching consumers with an optimal message at the optimal time and location. Young adults, a popular target for many brands, typically have more media touch points than do older age groups. The young demographic is also known for actively avoiding ads and for being light users of traditional media.

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USA: Why Generation Z Loves OOH

Generation Z is a growing marketing demographic as its oldest members are beginning to come of age.

Gen Z, defined as those born after 1998, commands $44 billion in buying power. Some reports project this generation will command nearly 40 percent of all consumer shopping by 2020. What’s more, 93 percent of parents say their Gen Z offspring influence household spending.

Gen Zers belong to the first generation with easy access to technology most of their lives, but they usually ignore digital
noise unless it’s relevant. While they use smartphones for purchases more than any previous generation, they sill prefer brick and mortar stores. They value authenticity and real-world experiences.

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USA: Will San Francisco ban on facial recognition affect digital signage?

San Francisco recently put its foot down on facial recognition technology. The Board of Supervisors voted 8-1 early in May to approve the ban.

The city was aiming to proactively prevent law enforcement from using facial recognition technology to identify suspects, even though the San Francisco police has not yet used the technology. Annapolis, Maryland did use facial recognition technology in June 2018 to identify a mass shooter who killed five people during an attack at the newspaper The Capital Gazette.

"I think part of San Francisco being the real and perceived headquarters for all things tech also comes with a responsibility for its local legislators," Aaron Peskin, a city supervisor who sponsored the bill, told the New York Times. "We have an outsized responsibility to regulate the excesses of technology precisely because they are headquartered here."

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USA: How CPG Brands Can Boost Campaign Performance with Digital Out-of-Home and Mobile Media

Consumer packaged goods (CPG) make up one of the largest vertical segments in the retail industry. Stretching from the snacks on grocery store shelves to the cosmetics you find in the drug store, CPG products are everywhere – and in heavy abundance. But because there are so many different brands vying for consumer attention, CPG is a challenging vertical to market. Products that meet consumers’ wants and needs, available to them at the right time and place, are often those that are able to break through the noise.

To help brands better understand CPG consumers, Vistar Media partnered with MFour, a mobile research and location analytics company, to collect data-driven insights that will enhance marketers’ media strategies. Some of the topics covered in the report include brand loyalty, decision-making factors and shopping planning patterns. Additionally, we further examined four sub-categories within CPG: grocery, over-the-counter (OTC), beverage and personal care.

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Canada: Pattison Outdoor Advertising Chooses Broadsign for Network Optimization

The new partnership will enable dynamic content delivery, yield optimization, and programmatic capabilities across Pattison’s 4,000 screens.

Broadsign has announced that it has been selected by Pattison Outdoor Advertising, a leader in Canadian OOH media, to provide a suite of software tools designed to optimize operational efficiency and yield on more than 4,000 programmatically enabled screens across Pattison’s network.

The project will center on Broadsign’s ad-serving solution to automate the delivery of targeted content to Pattison’s screens. Broadsign Direct will also be incorporated to enable real-time inventory availability and booking for sales teams and to help optimize network yield.

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Australia: TV, OOH, print and radio all underperform in Group M worldwide media forecast

Group M’s worldwide media forecast, This Year, Next Year, predicts that the advertising industry will grow for the rest of this year and into 2020 across more than 60 markets, but notes that Australia’s growth forecast has contracted in response to economic uncertainty.

The report cites the federal election, the decline of housing prices, and the banking Royal Commission as reasons for lowered consumer confidence in the local market.

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Australia: City of Sydney joins court action against Telstra in ongoing outdoor advertising dispute

Earlier this year, the City of Melbourne referred Telstra and JC Decaux’s new phone booths to the Victorian Civil and Administrative Tribunal, claiming the large-format digital advertising displays on the facilities were subject to local government planning rules. The council claimed the new generation payphones featuring large-format digital ads are not “low impact” under the federal government’s telecommunications rules, and therefore not exempt from council regulations.

Telstra, in turn, then took the City of Melbourne to the Federal Court, in a bid to settle the dispute on a more national and comprehensive level.

Up in New South Wales, in April, the City of Sydney resolved to lobby politicians and regulators over the telco’s plans.

And now, after exploring its legal options, the City of Sydney has announced it has filed an application to join the City of Melbourne in the Federal Court proceedings.

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Australia: Lendlease and MCN terminate outdoor deal

Retail shopping centre business Lendlease has ended its outdoor representation deal with Foxtel sales house MCN only months after a deal was signed, AdNews can reveal.

The end of the deal comes only months after the reported contract between the two that would allow MCN to represent 18 audio enabled digital screens across 11 Lendlease-managed shopping centres.

The deal would also see Lendlease’s premium national digital screen network join the MCN OOH network, which it rebranded from TV-OOH.

Lendlease general manager pop up and commercialisation Sally Harding confirmed the decision to AdNews.

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South Africa: Riding the slow wave: The upside to Cape Town's gridlock

Outside of Gauteng, the Western Cape is a stronghold for media in South Africa, with a diverse landscape of newspapers, magazines, radio, and OOH.

For the rest of us, this crowding takes the form of aggressive motorists vying for their space on our clogged roads. Drop in on the traffic stream and you’ll know all about it.

Cape Town’s highways have moved from cruise to ooze as we officially became the most congested city in South Africa with hundreds of thousands of cars making their way into the central business district (CBD) daily.

Ask someone in Cape Town about the traffic at your peril (and only if you have a lot of time to spare). Anyone who ever ventures out of their homes will regale you with tales of woe about the increased traffic on the roads and the length of time it takes to get anywhere. 

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Israel: Personalised billboards aim to revolutionise OOH advertising

Rather than simply hoping to catch the attention of potential customers with a catchy slogan, digitization has enabled ad agencies to efficiently target hopeful clients analyze exposure better.

Digital ways of working have transformed the way that advertisers approach marketing campaigns.

Rather than simply hoping to catch the attention of potential customers with a catchy slogan, digitization has enabled ad agencies to efficiently target hopeful clients and analyze exposure better than any campaign in the non-digital world.

Despite that, old-fashioned billboards - which first appeared in the mid-1800s - still fill our city streets. In rare locations, including New York City's Times Square and London's Piccadilly Circus, bright billboards even constitute a major tourist attraction.

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India: Global OOH leader Matthew Dearden to address OAC 2019

UK-based Independent Business Leader, Adviser & Entrepreneur Matthew Dearden will be addressing the upcoming Outdoor Advertising Convention (OAC) on the theme 'The Global OOH trends -- key takeaways for Indian OOH business’. OAC 2019 will be held at the Renaissance Mumbai Convention Centre Hotel, Powai, Mumbai on July 26-27.

Matthew Dearden, an independent business leader, adviser and entrepreneur, has spoken at the two earlier editions of OAC and has keen interest in Indian OOH business. He works mainly in advertising, leadership and change, especially in OOH media. His clients include investors, media owners, clients and vendors. He commands deep knowledge in the area of DOOH media sales strategy.

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India: Greater Hyderabad MC imposes monsoon ban on OOH

Media owners by and large support the move, though this year a couple of illegal hoardings have been reported in the city despite the ban  
GHMCThis year again, Greater Hyderabad Municipal Corporation has gone for a temporary ban on OOH due to the monsoons. Given the challenging conditions that can arise due to heavy rains and winds, the corporation has asked media owners to temporarily suspend outdoor advertising in the city of Hyderabad as a preventive step. This ban has been imposed on all formats available in the city, from June 15 and is to continue till August 15th.

The precautionary measure is taken every year to ensure safety of the citizens and properties located around advertising properties. 

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